+130%
YoY increase clicks.
+797%
YoY increase in impressions.
+257%
YoY increase in contact-form conversions.
THE CHALLENGE
A Previous Partnership Failed To Provide Qualified Leads
Before partnering with Brafton, our client had entrusted their paid media efforts to another agency. To be sure, we know Brafton isn’t the only team capable of building a strong paid search program. That’s exactly why what our client told us next caught our strategists off guard.
They had been generating leads for a full year, yet none of them were qualified.
Technically, the campaigns were producing conversions. But the leads themselves were irrelevant, unqualified or completely disconnected from the client’s ideal customer profile. From a reporting perspective, the campaigns looked productive. But from a revenue perspective, they might as well not have existed.
THE SOLUTION
PPC
Landing page reoptimization
To turn underperforming PPC campaigns into a reliable source of qualified leads, Brafton implemented a strategic rebuild of the client’s paid media program.
First, we restructured the client’s conversion tracking setup to ensure we could accurately measure campaign performance. With reliable data in place, our team could properly evaluate which channels, keywords and audiences were actually driving valuable engagement.
Next, we worked to revamp our clients’ landing pages, improving both user experience and conversion optimization. These updates made it easier for high-intent visitors to understand the client’s services and take the next step, transforming traffic into real opportunities.
With that foundation in place, we launched a primary search campaign centered on their core service offering. Our main goal was to capture high-intent B2B users searching for bottom-of-funnel keywords and direct them to conversion-focused landing pages designed to drive engagement.
To refine lead quality further, we regionalized the campaigns, focusing spend on the most valuable states that aligned with the client’s services. This allowed us to prioritize markets with the strongest potential for qualified leads while reducing wasted spend in less relevant regions.
As campaign data matured and the account exited its learning phase, we expanded the strategy by launching Performance Max campaigns and implementing display retargeting. Together, these tactics helped extend reach across the full funnel — from capturing active search demand to re-engaging interested users who had previously visited the site.
By combining high-intent search targeting, conversion-optimized landing pages and a broader full-funnel paid strategy across search, display retargeting and Performance Max, we were able to significantly improve the quality and effectiveness of the client’s PPC lead generation efforts.
THE OUTCOME
Triple-Digit Increases In Primary & Secondary Conversions
+130%
YoY increase in clicks.
+797%
YoY increase in impressions.
+257%
YoY increase in contact-form conversions.
Since launching the revamped PPC strategy, our client has seen substantial growth in both campaign visibility and meaningful lead activity.
Year over year, the campaigns generated 21,994 clicks (+130%) and 1,119,045 impressions (+797%), dramatically increasing the client’s visibility among high-intent searches. More importantly, improved targeting and conversion-focused landing pages translated that traffic into measurable engagement, with 100 total conversions — a 257% increase year over year.
Lead quality also improved significantly. Primary conversions, including contact form submissions, increased by 1,733%, while secondary conversions, such as newsletter subscriptions, grew by 154%. These additional engagement points helped nurture prospects earlier in the buying journey while building trust with the client’s target audience.
Since the campaign launched, the strategy has directly generated more than 20 paid search-attributed leads, six of which have already become closed-won opportunities, with one set to be our client’s largest deal ever.
We’ve also seen several new leads with Request for Proposals (RFPs) in place, and are optimizing targeting to attract more of these opportunities.
Our client has expressed strong appreciation for the ongoing campaign updates and the collaborative optimization process, particularly our emphasis on incorporating their feedback about lead quality. They’ve also recognized the impact of adopting a full-funnel paid strategy, which supports a longer B2B buying journey by promoting valuable resources such as whitepapers, newsletters and downloadable catalogs in addition to traditional contact forms.
By combining high-intent search targeting with full-funnel engagement tactics, the campaigns aren’t just delivering more leads but more qualified opportunities that contribute to long-term revenue growth.
Are you struggling to collect qualified leads through PPC? If you’re unsure where to begin, a PPC audit can help uncover quick-win tasks and long-term opportunities for lead generation.
More Case Studies
When PPC Strategy Beats Spend: How We Drove a Soaring 448% ROI for On Call International
From Questionable to Qualified Leads: 100+ PPC Conversions for a Leading Energy Advisory Firm
A Brand Redesign & Website Rebuild Rooted in Compliance Expertise and Rich Co-Founder Culture
